3 Reasons You Need to Use Capture Marketing In Your Real Estate Farming Program

I have written many articles about how many REALTOR® postcard farming practices are outdated. It's such a true statement, and such an important topic, that it comes up time and time again with our clients, prospective clients and even people I meet when giving seminars or speaking at conferences.

When asked, "What is the one thing I can do that I can roll out easily, without a lot of hassle, that will change my farming practices?" I immediately answer, "It's simple. Add capture marketing to your postcard program."

Capture marketing can come in many flavors. Regardless of what system you use for your capture marketing, they all work in a similar fashion:

• You send a postcard out to prospects in your farm area.
• Prospect has a special offer code on their postcard. The call to action on the postcard leads them back to your website.
• On your website there is a "capture widget" where the prospect can enter in that special offer code (our system also asks for an email address).
• Prospect gets an item of value (in our system, that item of value is a custom tailored Neighborhood Capture Page).

Adding a capture system to your postcard marketing campaign is the easiest way to make that campaign more effective, or turn around a failing campaign. Its effectiveness lies in its simplicity. You will immediately benefit. Three of the key advantages to a system like this are as follows.